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Posts tagged ‘seo’

Mindy Gofton from iCom

Google sees a brand as the trust it has developed with it?s user. Links everywhere, press, lots of searches for it.

?Brands are how you sort out the cesspool? – Eric Schmidt. Established websites and business with a loyal readership or customer base will be favoured.

- SERP changes to emphasise Places.
- Incorporation of social signals
- Changes to allow ?brands? to appear additional times in SERPS
- Reviews to impact SERPs
- Panda – removing sites with too many ads etc

What makes a brand ?trustworthy? to Google

  1. - Provide a good impression of your brand
  2. - Provide a search engine spider a good user experience when on site
  3. - Make pages primarily for users, not for search engines


    Trust signals
    H1 tag saying what you are, what you do and the services you offer
    Keyword in your H1, with related word in your text
    Words semantically similar

    Does this business have a contact? An address, a telephone number, does it match with the Google places page? So your customers have a person they can contact if they need to get in touch. Create Google Places page.

    How long have you been in business? Demonstrates to users that you?ve been about for a while, you?re going to be about for a while. If you move, put proper 301 redirects in place.

    Is your landing page content useful? Do you answer their question? Denture implants, there?s a landing page and a lot of text, they want to be able to easily find it. There?s images, all the images have alt text. There?s videos and a video search map. No random text, spurious content etc.

    Is it easy to find things on your website? Is it easy to find what you?re looking for? Mega menus are good when done correctly. In the same way you want a user to find it, you want a search engine to find content, site maps, deep linking – don?t through up roadblocks for search engine or your ranking will reflect this.

    Does your site have business partners and industry body memberships? Just like a user would check these to make sure you?re trust worthy, Google checks these links, especially if they?re from a trusted authority.

    Is your business ever mentioned in the press? Google trusts the Guardian and there are lots of little news sources commenting, suddenly you have lots of links. Make use of online PR to promote the great things your business does.

    Do you customers talk about you to their friends? Google can see that your being mentioned. It?s natural that a business should have people who frequent a business and talk about it. Get links from relevant sites. Engage with people on social media platforms.

    Does your business have a presence in the places people discuss you? Google wants you talk about the products and services you offer.

    Do people recommend your business? Reviews, people like to see what other people are saying about you. Ciao!, Freeindex are trusted sites by Google – if you?re being reviewed by real people for real services, Google will attribute authority. Encourage happy customers to leave reviews.

    Thinking about how Google perceives the user experience can help you to understand where the gaps in your strategy or problems on a website exist.

    There is no substitute for customer-focus and real engagement with customers and potential customers.

    Business.com – one listing here and a website can jump two pages.

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    SAScon notes: SEO for e-commerce

    November 24th, 2010

    SEO for e-commerce websites from Barry Adams

    Identify your top revenue generating keywords & focus your SEO efforts there.

    Encourage branded searches:
    Branded keywords tend to convert really well
    Google likes brands

    Use your site?s internal search
    Great source of keywords

    Site structure is key. Good information architecture.
    Search engines look closely at internal links & anchor text
    Potential for a lot of semantic value
    >Fragrances – Men?s fragrances – Joop!

    Information architecture – book recommended by Barry

    Faceted Navigation
    Allows customers to filter through immense amounts of product and data to find what they want. Amazon uses it.
    Filter facets that don?t add semantic value (price, quantity, size, etc)
    People will type these terms into Google and so will help people finding your products.
    Only issue – it almost always leads to duplicate content

    Don?t use standard product descriptions
    > Make it cool, make it interesting, make in stand out
    Incorporate (long tail) keywords that people might search for

    Temporarily out of stock: Don?t show a 404
    Keep the page and show relevant message with related/recommended alternative products

    Permanently out of stock
    After a grace period 301 redirect to a new product or you?re throwing away your links

    Google shopping is your master
    Seller Reviews enhance your Google shopping visibility
    Impact on universal shopping results and PPC ads

    Where to get Seller Reviews?
    Google aggregates reviews from multiple sources
    Trust pilot and Fifou?
    Shopping comparison sites in general work reasonably well
    A balanced mix of review platforms is not required

    Shoppping feed data quality – get the number of errors down to the bear minimum.

    Semantic mark-up (schema.org)
    Product microdata is useful primarily for those nifty review stars
    If you have multiple store locations, list them with appropriate location

    Duplicate content issues
    Especially common with faceted navigation and parameter-driven URLs
    Potential for indexation lopps

    Solving duplicate content issues
    Prevention is best, but not always feasible
    Indexation Sculpting
    robots.txt blocking
    rel=canonical
    ?noidex,follow? robots meta tag
    hide links (Facets) in javascript
    Make sure you have a great understanding of your sitemap so you don?t accidentally block off large portions of your site.

    Manage URL parameters in GWT

    Linkbuilding for ecommerce sites – Blogger outreach/give-aways
    Find the people for the niche or the product and build relationships with them.
    Social share buttons
    on every product page
    on the order confirmation page (people like to show off)
    on individual reviews

    50% of ecommerce shoppers are logged into Facebook

    Linkbait
    After the post loses populatrity, embed links to your money pages or 301-redirect

    Press Releases
    Make it genuinely newsworthy

    Article marketing
    This still works!

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    From the panel at SAScon: Kevin Gibbons, Chelsea Blacker, Sam Crocker, James Lowery, Peter Young, Dixon Jones and Richard Gregory.

    Google started withholding the keyword referring data, done under the guise of privacy.

    The number of the users it affects, up to 25% of searches have not been provided.
    Overall across all industries it?s a single digit number. It used to be a 2% and then eConsultancy said it was 33%.

    The 33% eConsultancy stated maybe because they will have a lot of gmailers logged in. 0.6 and 0.9% was not provided. November 0.6 to 1.6%. Retail sites 6.2% and ecg was more 1.2%.

    Success on no brand terms and tracking those none brand terms. Say it is 8%, if you get 20 million visits that?s a lot.

    You can try to fudge the numbers a bit, like the econsultancy article that tries to separate visits, but it doesn?t help you with new keywords and emerging keywords. You?re making assumptions on assumptions. Rather than saying we?ve had X number of visits from a keyword.

    10% of websites don?t have analytics properly configured. 10% ecommerce don?t measure revenue effectively. Sample data, above 2 million a month you don?t get accurate data. 5-7-8% pales in significance when you think about the amount that are lost because companies aren?t keeping house properly. The industry as a whole is a bit like ?Chumbawumba? you get knocked down & you get back again. 6 years ago it was metrics, 5 years ago it was links, it?s always changing.

    If it really was about privacy they should have gone the whole hog. Including Adwords.

    Google+ is the game changer. People interacting with the links, what you click on 50 million . Quarter of a billion gmail accounts. Facebook 500-800 millions users. You?re not going to be able to say that 80% of your traffic is attributable.

    They?re tracking what you?re clicking, what you?re viewing etc. Way more than just the keyword tracking on a website.

    Google trying to look to be improving their privacy – but are potentially doing a lot worse in their quest for personalisation.

    Personalisation, there is a big difference between your Gmail and G+ data & the information that might be used by third parties.

    Every thing Google does either improves user experience or makes Google more money. SEOs are only a small part of Google?s audience so they have to think of the bigger picture. Privacy is part of that.

    Everyone at SAScon believes that Google won?t U-turn on this decision and many believe that the number of non-provided keywords will increase.

    Dan Barker?s hack to track the landing pages which users land on. Make sure you?re measuring a lot more than just keywords.

    Contracts based on the growth of organic non-branded traffic – massive changes in the way we get paid. But not in the way we do work.

    We can?t say this many clicks on this particular term delivered this many sales anymore.

    By the cookie tracking EU legislation by May we?ll lose 90+% of their data. 90% of visitors declined ICO website’s opt-out cookie.

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